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Chap010

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Transcript

  • 1. 10
    THE PRODUCT EXPERIENCE: PRODUCT STRATEGY
    Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved
    McGraw-Hill/Irwin
  • 2. LEARNING OBJECTIVES
    Understand the essential role of the product experience in marketing
    Define the characteristics of a product
    Recognize how product strategies evolve from one product to many products
    Understand the life of a product and how product strategies change over time
    10-2
  • 3. Product Characteristics
    Define the Product
    Essential Benefit
    Core Product
    Enhanced Product
    10-3
  • 4. Four Products and Their Essential Benefits
    10-4
  • 5. Defining the Product at Southwest Airlines
    EXHIBIT 10.2
    Enhanced Product
    Experiences exceed minimum expectations
    Frequent flyer programs
    Reserved seating
    Core Product
    On time
    Safe
    Experience matches expectations
    Essential Benefit
    Moving from Point
    A to Point B
    10-5
  • 6. Product Classifications
    Tangibility – physical aspects of the product experience
    Durability – product usage
    10-6
  • 7. Product Classifications
    Consumer Goods
    10-7
  • 8. Product Classifications
    Business Goods
    10-8
  • 9. Product Discrimination: Create a Point of Differentiation
    10-9
  • 10. Product Plan: Moving from One Product to Many Products
    Product Line
    Product Mix
    10-10
  • 11. Product Decisions Affect other Marketing Mix Elements
    Pricing
    Marketing Communications
    10-11
  • 12. THE LIFE OF THE PRODUCT: BUILDING THE PRODUCT EXPERIENCE
    Product Life Cycle
    Product Life Cycle Sales Revenue and Profitability
    Product Life Cycle Timeline
    Product Life Cycle Caveats
    10-12
  • 13. The Product Life Cycle
    EXHIBIT 10.12
    Reprinted from Roger Kerin, Steven Hartley and William Rudelius, Marketing 9E, 2009.
    10-13
  • 14. Product Life Cycle
    Introduction Phase
    10-14
  • 15. Product Life Cycle
    Growth Phase
    10-15
  • 16. Product Life Cycle
    Maturity Phase
    Phase defined by the sales growth of the product category
    Relative Market Expansion
    Market Stability
    Market Deterioration
    10-16
  • 17. Product Life Cycle
    Maturity Phase
    10-17
  • 18. Product Life Cycle
    Decline Phase
    10-18
  • 19. Thank You, Please Visit Us At :
    http://wanbk.page.tl